But Pinterest doesn’t have the scandals or the congressional hearings. It bills itself as the platform where people reconnect with themselves, not shouting politicians (or relatives shouting about politicians). Pinterest is for you. And your ideal vision of a future self.

Incidentally, Pinterest is also the search engine where you find the things you need to buy in order to become that ideal self.

In other words, Pinterest users are planning for the future, which means they’re in discovery mode. And the numbers show that these folks engage with branded content because they actively appreciate it.

We’ve collected a list of 23 statistics about our favourite scrappy scrapbooking platform that is so inspiring you’ll want to tackle your Pinterest marketing strategy all over again.

Or at least start a board about it.

Bonus:Download a free guide that teaches you how to make money on Pinterest in six easy steps using the tools you already have.

Pinterest user statistics

Pinterest has long battled a reputation as a little sister among the social media giants.

This is according to a study Pinterest commissioned to better understand its American women users aged 25-54. Only 53 percent of those women said they use Facebook to plan these moments, and 44 percent use Instagram.

What are “life moments,” according to Pinterest? Big ones might include decorating a new home (43 percent), or going on vacation (50 percent). Small ones are more like meals (67 percent), gym routines, and party planning.

Visual search is growing strong, and Pinterest is at the forefront. The platform’s Lens tool hosted 250 million visual searches in February 2017, and that number increased to 600 million in February 2018.

Meanwhile, 60 percent of millennials are on board with a tool that can answer the question, “What kind of shoes are those?”

That’s more than 4 times as many as on other platforms. Pinterest users are active and engaged: they’re not just sculpting a carefully-curated personal brand (and occasionally making an impulse-purchase from a particularly effective feed ad). They’re executing on real-world plans.

People appreciate ads on Pinterest. Your brand isn’t competing with content from your audience’s friends and family. Your brand’s content is what people are here to check out.

If Facebook ads are the door-to-door salesperson ringing the doorbell in the middle of a Saturday barbeque, Pinterest ads are the salesperson in the boutique who tells you that those pumps also come in highlighter yellow.

In terms of ROI, that’s $2 in profit for every advertising dollar, according to a 2017 study by Analytic Partners.

Apparently Pinterest outperformed all other measured marketing channels for the five retailers the study tracked. The study also found that the retailers could scale their Pinterest budget to 5 percent of their overall digital marketing budget without losing ROI.

Currently, Pinterest’s average advertising revenue per user is estimated to increase from $7 to $10 in 2019, placing it more on par with Snapchat ($7.81) than the likes of Facebook ($95.71 per US user) or Instagram ($69.18 per US user).

What does this mean for marketers? Basically it comes down to potential.

The platform is still in the early stages of monetizing its user base. And as that user base keeps growing, Pinterest keeps rolling out new ad tools (like promoted video at max width, which is now available to all advertisers).

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